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Chadwick Martin Bailey Names Dr. Jay Weiner VP of Advanced Analytics

 

Boston, MA July 8, 2014 - Chadwick Martin Bailey (CMB) recently named Dr. Jay Weiner Vice President of Advanced Analytics. Dr. Weiner oversees CMB’s advanced analytics practice, providing business decision focused analytic expertise and continuing to build the company’s thought leadership and product development initiatives.

Dr. Weiner brings over two decades of experience in pricing, segmentation, customer satisfaction, and conjoint and discrete choice analysis to CMB. Over the course of his career, he has helped numerous Fortune 500 companies, including eBay, Apple, Proctor and Gamble, and Verizon.

Most recently, Dr. Weiner worked as the chief methodologist and director of advanced analytics at Marketing Analysts, Inc. where he was responsible for analytic support, research methodology, and study design for both internal and external clients. Previously, he spent over 15 years at Ipsos, managing teams of analysts as well as supporting offices in North America with research methodology and product development.

In addition to his client-centered work, Dr. Weiner spent nearly a decade teaching marketing and statistics at the University of Texas at Arlington and Adams State College. He has also published many articles on subjects ranging from price sensitivity to customer loyalty. Dr. Weiner earned his Ph.D. in marketing/research, his M.B.A in finance and commercial banking, and his B.B.A. in marketing from the University of Texas at Arlington.

“We are tremendously excited to welcome Jay to our executive team,” said Anne Bailey Berman, CEO of Chadwick Martin Bailey. “His leadership and deep-seated analytic and methodological expertise bring another level of depth to our ability to help our clients grow and innovate.”

Join Dr. Weiner on July 24th at 12:30PM EST for a webinar: Concept Optimization Tools for Introducing a Suite of Products. You’ll learn how to optimize individual products to minimize cannibalization across your product line and maximize interest in the market. Your customers want all the bells and whistles built in at the lowest possible price, but will they pay for a more fully featured product? And what should you build into that offer? This webinar will provide insights into appropriate tools that can be used from early screening of features to a ready-to-launch optimization and demand estimation of your final offer. Register here.

About Chadwick Martin Bailey
CMB is an AMA Gold Top 50 market research and consulting firm partnering with a select group of the world’s leading brands. Founded in 1984, CMB collaborates on game changing initiatives including segmentation, invigorating brand health, rejuvenating tired trackers, driving loyalty, and product and service development. For more information visit http://www.cmbinfo.com.

Media Contact: Megan McManaman
mmcmanaman@cmbinfo.com
Phone: 617.986.7424

CMB Honored as a Top 100 Woman-led Business

 

Boston Company named to The Commonwealth Institute’s list of the “Top 100 women led businesses in Massachusetts.”

Bwomenandpowercover copyoston, MA November 4, 2013- Chadwick Martin Bailey (CMB) was named to The Commonwealth Institute’s (TCI) list of “Top 100 Women Led Business in Massachusetts” based on its 2012 revenue. The Boston based market research and consulting agency partners with a select group of the world’s leading brands to deliver critical insights for confident, strategic decision-making.

"I am delighted that Chadwick Martin Bailey was named to TCI’s list of the top 50 women led businesses in Massachusetts," said Anne Bailey Berman, president and founder of Chadwick Martin Bailey. "Our inclusion is a testament to our talented employees; it is because of their work that we have such wonderful clients. We are honored to be in such terrific company.”

Known for its unparalleled design, leading analytics, and rock-solid execution, CMB helps executives strengthen their brands and positions, identify opportunities, segment their markets, overcome challenges and drive brand zeal and customer loyalty. The announcement comes as the firm continues to expand, bringing in new talent to its Boston office.

About TCI’s Top 100 list
Each year, TCI identifies the Top 100 women led companies in Massachusetts. Rankings are based on annual revenue of companies and the listing includes both public and private companies. In 2012, these companies generated over $50 billion in revenue and employed over 200,000. A complete listing of companies was published in the Boston Globe Magazine on November 3, 2013.

About CMB
Founded in 1984, CMB collaborates on game-changing initiatives including market identification, Segmentation, invigorating brand health, rejuvenating tired trackers, driving loyalty and advocacy, and product and service development.


Chadwick Martin Bailey Honored as Honomichl Top 50 Company

 

Boston Company named to the American Marketing Association’s list of the “Top 50 U.S. Market Research Organizations.”

honomichl top 50Boston, MA July 9, 2013- Chadwick Martin Bailey (CMB) was named to the “Honomichl Top 50,” based on its 2012 revenue. The Honomichl Top 50 is considered the "Fortune 500 of market research firms,” and the announcement comes as the firm continues to expand, bringing in new talent to its Boston office. The company is known for its work in brand tracking and optimization, segmentation, new product development, customer experience and loyalty to support their clients with their most critical and strategic business decisions.  

Chadwick Martin Bailey partners with clients to provide custom market research and consulting that addresses the most strategic business decisions. The Company applies leading edge market science in innovative and practical ways across each of its key practice areas:  Financial Services, Technology and Telecom, Travel and Hospitality, Retail/e-Commerce, Healthcare, Medical Technology, and Insurance. 

“We’re honored to be named as a Honomichl Top 50 company, noted Chadwick Martin Bailey’s President Anne Bailey Berman, “This is an exciting time for us, and for the market research industry in general, as we continue to grow and leverage new technologies and techniques.  Our goal, as always, remains to support our clients with the best possible information for their decision-making.”

Allison Dillen, Senior Research Manager at Constant Contact, added: “CMB has become a trusted partner of ours for complex and challenging assignments because of their creative yet pragmatic research design, advanced analytics, and solid understanding of our business. Through every engagement they’ve helped us make key decisions confidently and successfully, all while clearly communicating insights that support our growth as an organization.”

About the Honomichl 50 List
The “Top 50 U.S. Market Research Ranking and Review” is a report published by the American Marketing Association (AMA), North America’s largest professional marketing association, and Inside Research(R), a one-source authoritative report founded in 1990 by Jack Honomichl,  a leading market research industry authority. 

About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm that works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate data into simple, business decision-focused deliverables. For more information visit http://www.cmbinfo.com

The Majority of Mobile - TV Viewing Occurs in the Home

 

Findings from Study, of Impact of Mobile Media Devices on Overall TV Viewing Behavior, to be Presented at ARF Event

CRE picThe majority of mobile TV viewing occasions – 82% of tablet and 64% of smartphone – occurs in the home, according to a new study. And the primary driver for consumers watching video on mobile devices is convenience – not to avoid advertising.  

The study, "TV Untethered," was launched in November 2012 to understand if and how mobile media devices – tablets, mobile phones and laptops – impact overall television viewing behavior.  It encompassed nearly 6,000 participants and more than 393,000 TV viewing occasions, and included a quantitative phase, exploring video-user demographics, as well as a qualitative phase exploring users' motivations and behaviors via in-home interviews in three markets – Atlanta, Phoenix and Kansas City. 

The study was conducted by Boston-based market research firm Chadwick Martin Bailey for the Council for Research Excellence (CRE), a diverse group of senior-level research professionals from throughout the media and advertising industries dedicated to advancing the knowledge and practice of audience measurement methodology. 

A formal presentation of the findings, led by Laura Cowan, research director at LIN Media and co-chair of the CRE's Media Consumption and Engagement Committee and Chris Neal, a VP at Chadwick Martin Bailey, is scheduled for the Advertising Research Foundation (ARF) Audience Measurement 8.0 conference, June 10-11, 2013.

Other findings from the study:

  • Drama (31% of tablet viewing occasions, 27% of smartphone occasions) and comedies (20% of tablet occasions, 24% of smartphone occasions) lead among program genres viewed on mobile devices.   By contrast, news leads among TV-set viewing; 31% of TV-set viewing occasions were for news compared to 11% and 15% for tablets and smartphones, respectively;

  • Convenience and multi-episode "binging" drive mobile viewing, while ad avoidance is not a primary motivator.  Forty-nine percent of participants cited "more convenient" as their top reason for viewing video on a mobile device; 13% cited "watch multiple episodes"; only 5% cited "fewer ads";

  • Content availability often drives device selection (e.g., certain programs or episodes may only be available to a consumer via mobile device);

  • Participants in multi-person households confirmed that mobile devices let people watch different shows at the same time (e.g., one person watching the television, another watching separate programming on a tablet);

  • Mobile TV viewers are more focused than TV set viewers (e.g., less unrelated multi-tasking, more program-related second screen activity).

"While mobile-video consumption remains a small minority of total television consumption, nearly 41 million Americans today are watching video on mobile devices, according to Nielsen – and that is impacting overall TV consumption," Cowan said.  "Media companies need to understand not only the methodologies for measuring video consumption on mobile devices, but also the impact of mobile viewing on television consumption overall – information which is crucial for planning relative to content development and advertising.  We believe this study has helped move us closer toward that understanding."

"Today's mobile devices are having a screen multiplier effect within households," Neal added, "leading to an increase in overall TV consumption and creating more opportunities for individuals to watch exactly what they want, whenever they want, at a location of their choosing. They are not replacing television sets, but they are impacting TV viewing habits in a way that is too fundamental for anyone in the media and advertising industries to ignore."

The CRE will compare results of the measurement used in this study to the various current industry methodologies employed to collect these data, in order to develop a new set of best practices.

The full report on the "TV Untethered" study findings can be found (under "New Research") on the Media Consumption & Engagement Committee page at the CRE website. 

About the Council for Research Excellence

The Council for Research Excellence (CRE) is an independent research group created (in 2005) and funded by Nielsen.  The CRE is dedicated to advancing the knowledge and practice of audience measurement methodology and comprises senior-level industry researchers representing advertisers, agencies, broadcast networks, cable, syndicators, local stations, and industry associations.

CRE members represent advertising agencies and media-buying firms including GroupM, Horizon Media, Media Storm, Omnicom, Starcom MediaVest and TargetCast tcm; media companies including ABC, AMC Networks, CBS, Comcast, Cox, Discovery, Disney, Google, Hulu LLC, LIN Media, NBC Universal, News Corporation, Raycom Media, Scripps Networks Interactive, Time Warner, Univision and Viacom; industry organizations including the Media Rating Council, the National Association of Broadcasters, the Syndicated Network Television Association and the Television Bureau of Advertising; the investment bank Nomura Securities; and Nielsen.

For more information about the Council for Research Excellence, please visit: http://www.researchexcellence.com/ 


New Study: Leveraging the Mobile Moment

 

New Study: Mobile wallet providers should consider offering fraud protection, extra rewards, and showrooming features to entice on-the-fence consumers

CMB Consumer Pulse Mobile Wallet

Boston, MA (PRWEB) April 01, 2013

A new study of over 1,400 consumers, from market research firm Chadwick Martin Bailey, finds that while one-half of smartphone owners are familiar with mobile wallets; many who are familiar have reservations about adopting. The research also reveals that beyond allaying security concerns, mobile wallet providers must do more to articulate the advantages of the technology over more traditional forms of payment. Additional insights include:

Mobile wallet providers who guarantee fraud and theft protection are well positioned to drive adoption among mainstream consumers—Concerns over security remain a significant barrier to adoption, but the promise of 100% fraud protection substantially increases willingness to adopt. Notably, these security-conscious smartphone users are the most likely to identify banks and credit card companies as their preferred mobile wallet provider.

Customers find the benefits of location-based services appealing, but privacy and battery life remain concerns—Respondents indicate location-based services that facilitate information gathering, like showrooming, drive adoption, but too many alerts and offers are unappealing. Providers willing to allow users to customize the number and type of offers they receive may have an advantage.

While banks and credit card companies are the clear choice for the security conscious, opportunities exist for other providers—Convenience, features, and usability are compelling attributes for many current and prospective mobile wallet users; while banks win on security, the feature-conscious prefer tech giants—with Amazon and Google topping the list as their preferred mobile wallet provider. For those who value convenience, credit card companies hold the advantage.

“These findings reveal that consumers are still in the early stages of understanding the uses and benefits of mobile wallets—there remain many elements (players, features, positioning, etc.) that will evolve over the next 12 to 18 months,” says Jim Garrity, SVP of Chadwick Martin Bailey’s Financial Services practice. “With security concerns a key hurdle to adoption, banks are well-positioned as trusted providers of secure financial services, but this window of opportunity won’t remain open for very long. Consumers already have the technology at their fingertips; and as familiarity increases, other entrants are proving that they are secure, reliable, and offer clear advantages that drive adoption.”

About this Research
This study was done as part of Chadwick Martin Bailey’s self-funded CMB Consumer Pulse program. A report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 1,479 smartphone owners in the U.S., aged 18 to 75, via a nationally representative online survey questionnaire within the United States. The survey was conducted by Chadwick Martin Bailey in January 2013.

New Study: Access to Online and Mobile Services Changes what Bank Customers Value

 

Chadwick Martin Bailey finds 43 percent of bank customers believe online banking services are key to convenience

Boston, MA (PRWEB) August 15, 2012

describe the imageA new study of over 1,400 consumers, from market research firm Chadwick Martin Bailey, finds credit unions are catching up with larger banks in the race for online banking convenience. For years large banks have been the choice of customers who valued convenience, while smaller banks and credit unions were chosen for personal service. The ease of online and mobile banking is changing this dynamic, as credit unions offer remote services, and bridge the convenience gap for their customers. Additional findings include:

  •     For many bank customers, online banking is a key element of banking convenience: Sixty-four percent of all bank customers utilize online banking in some form, and a fifth have used mobile banking. While customers still value branch and ATM access, 43% agree online services are a key element of banking service.

  •     Banks can differentiate themselves by offering good service—including online and mobile banking: Nearly half (48%) of bank customers believe banks can differentiate themselves with good service. The definition of “good service” is evolving; convenience is no longer just about more branches and ATMs, but also about innovative technologies and remote banking options.

  •     Credit unions are upending the stereotype of being less tech savvy than larger banks: While larger banks have a reputation for offering the most online and mobile services, credit union customers report online banking usage that is just as high as larger bank customers, and they give their institutions higher marks on performance.

“These findings suggest a new banking value proposition is emerging,” says Jim Garrity, Managing Director of Chadwick Martin Bailey’s Financial Services practice. “The growth of online and mobile banking services means convenience and accessibility don’t belong solely to large bank customers. Banks able to provide secure, usable, and reliable online services combined with top notch service will be most competitive.”

About this Research
This study was done as part of Chadwick Martin Bailey’s self-funded CMB Consumer Pulse program. A report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 1,433 U.S. residents, aged 18 to 75, via a nationally representative online survey questionnaire within the United States. The survey was conducted by Chadwick Martin Bailey in February of 2012. Click the link to download the report: http://blog.cmbinfo.com/the-new-banking-value-proposition

About Chadwick Martin Bailey
Chadwick Martin Bailey is a Honomichl 50 ranked custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 in Boston, the company serves clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate data into simple, business decision-focused deliverables. For more information visit http://www.cmbinfo.com

Chadwick Martin Bailey Honored as Honomichl Top 50 Company

 

Boston company named to the American Marketing Association’s list of the “Top 50 U.S.Market Research Organizations.”

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Boston, MA July 2, 2012- Chadwick Martin Bailey (CMB) was named to the “Honomichl Top 50,” based on its 18.3% revenue growth in 2011. The Honomichl Top 50 is considered the "Fortune 500 of market research firms,” and the announcement comes as the firm continues to expand its brand optimization, segmentation, customer experience, loyalty and social media research offerings to support its clients on critical strategic and tactical decisions.  

Chadwick Martin Bailey partners with clients to provide custom market research that addresses the most strategic business decisions.  CMB applies leading edge market science in innovative and practical ways across each of its key practice areas:  Financial Services, Technology and Telecom, Travel and Hospitality, Retail/e-Commerce, Healthcare, and Insurance.  This year, Chadwick Martin Bailey also introduced Pinpoint Suite, a software platform that when integrated with customer experience measurement programs allows managers to act on real-time customer feedback.  

 “Being honored as a Top 50 firm speaks not just to the quality of our work, but to the strength of our customer-centric approach,” commented President Anne Bailey Berman. “As we enter a new era of Big Data, we are here to help companies face the challenge of translating multiple data sources into informed insights and business decisions.”  

Longtime client Kara Wallace, Director of Global Consumer Insights & Marketing Strategy at Royal Caribbean International added, “The research we do with CMB has lead us to make significant business decisions at the right time and in the right way. Even beyond their advanced analytics, I truly value the people and our partnership we have built through the years. I work with a team of people who are invested in making our business successful.”

About the Honomichl 50 List
The “Top 50 U.S. Market Research Ranking and Review” is a report published by the American Marketing Association (AMA), North America’s largest professional marketing association, and Inside Research(R), a one-source authoritative report founded in 1990 by Jack Honomichl,  a leading market research industry authority. 

About Chadwick Martin Bailey

Chadwick Martin Bailey is a Boston-based custom market research firm that works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate data into simple, business decision-focused deliverables. For more information visit http://www.cmbinfo.com

New Study: 58% Would Prefer Their Local Branch Close Rather than Face Increased Fees

 

Consumer Pulse Bank researchA new study of over 1,400 consumers, from market research firm Chadwick Martin Bailey, suggests that when forced to choose, bank customers would prefer a further drive to a full-service bank or a teller-less bank, to fee hikes or service reductions. Once viewed as essential to banking convenience, proximity to a full service bank is the first thing consumers are willing to give up. Other notable findings from the study regarding bank location and convenience include:

  • The perceived importance of a physical bank branch doesn’t match up with consumer banking behavior: Teller-less options, particularly mobile and online banking services, have reduced the need for branch visits. Sixty-seven percent of bank customers say that having a physical branch close by is very important, but even 41% of these customers visit fewer than 5 times per year.

  • Banks don’t have to be steps away to be seen as convenient: The “sweet spot” for branch convenience is relatively wide. Bank customers within ten miles of their bank branches say they are the most satisfied with branch convenience.

  • The idea of a teller-less branch is confusing for some customers: Teller-less branches (where sales professionals are available to answer product and service questions in addition to automated services) were seen by customers as less desirable than closing their local branch altogether, this counter-intuitive finding suggests that the concept will require banks to fully explain the benefits of the teller-less branch.

“These findings reveal that some aspects of the banking relationship, we once perceived as critical, are shifting,” says Jim Garrity, Managing Director of Chadwick Martin Bailey’s Financial Services practice. “Banks must offer alternatives to full-service branches, lower transaction costs without diminishing product sales, and at the same time educate customers by effectively messaging and communicating how these changes will affect service and behavior.”

Banks that will be successful in shifting away from the local branch model are those that will provide alternatives to physical branches that satisfy bank customers’ desire for convenience and service, and can pass along the savings from reduced overhead to their customers.

About this Research
This study was done as part of Chadwick Martin Bailey’s self-funded CMB Consumer Pulse program. A report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 1,433 U.S. residents, aged 18 to 75, via a nationally representative online survey questionnaire within the United States. The survey was conducted by Chadwick Martin Bailey in February of 2012.

About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm that works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate data into simple, business decision-focused deliverables.

New Study from Constant Contact and Chadwick Martin Bailey Reveals Why and How Consumers Connect with Brands Online

 

Latest research details the similarities between Facebook® marketing and email marketing

WALTHAM, MA—March 27, 2012— The reasons that consumers “Like” businesses and nonprofits on Facebook and subscribe to their mailing lists are very similar, according to a new study conducted by Constant Contact®, Inc. (NASDAQ: CTCT) and research firm Chadwick Martin Bailey.  The study, which details the reasons why and how consumers “Like” pages on Facebook and subscribe to email lists, also revealed that consumers are more likely to opt in to receive communications from local businesses than national businesses in email and on Facebook.

“The parallels between email and social media marketing are strong because both are forms of permission marketing,” said Mark Schmulen, general manager of social media, Constant Contact. “Whether someone ‘Likes’ your page or ‘Opts-in’ to your newsletter, they are effectively giving you permission to communicate; one happens to be in the newsfeed and the other, in the inbox.  This study reveals the similarities behind ‘liking’ and subscribing as well as ‘unliking’ and unsubscribing.  The main reasons people unlike or unsubscribe have to do with relevancy and frequency.  Content isn’t king.  Relevant content is king.  Effective marketing is about earning your audience’s permission and delivering relevant and actionable content without being overly intrusive.  This data shows the importance of not just producing great, engaging content, but following best practices and finding the right balance between over-doing it and not communicating enough.”

 “While consumers decide to opt out of email and Facebook communications for very similar reasons, they also decide to opt in for similar reasons: to receive discounts and special offers,” said Kristen Garvey, vice president of marketing, Chadwick Martin Bailey.  “Consumers want great offers, and this is good news for marketers. Regardless of whether it comes through email or on Facebook, a great offer can be a front door to new business, and a really good opportunity to begin to build a long-term relationship with new customers.”

The study analyzed the behavior of 1,481 consumers ages 18 and older in the United States and revealed 10 key findings:

1)      Producing content that is not relevant and over-communicating drives consumers to unlike and unsubscribe (tweet this)

2)      Despite the widespread use of mobile devices, 84% of consumers primarily access email from their computers (tweet this)

3)      While 30% of consumers access Facebook from a mobile device, 82% prefer their computers (tweet this)

4)      The organization it is from and the subject line are the top reasons consumers open emails from a business or nonprofit (tweet this)

5)      Lack of interest and over-sending are the top two reasons consumers do not open emails from a business or nonprofit (tweet this)

6)      The top reason consumers subscribe to a business’s email list are to receive discounts and special offers (tweet this)

7)      Consumers primarily “Like” Facebook pages for discounts and promotions (tweet this)

8)      Consumers decide to opt in to email and Facebook for similar reasons (tweet this)

9)      Over-emailing and irrelevant content are the top reasons consumers unsubscribe from email lists (tweet this)

10)   A quarter of consumers prefer to opt in to local businesses over national businesses via email and Facebook (tweet this)

“Small businesses clearly have the edge over larger organizations.  By comparison, small business owners excel at customer experience and building lasting relationships. That personal touch translates exceptionally well through engagement marketing practices, including both email and social media,” said Schmulen.  “Relationships are the cornerstone of any business, and they are one of the top reasons that emails get opened. Additionally, a quarter of respondents indicated that they prefer to opt in to local businesses via email and Facebook over national businesses because of the personal relationships that they have with the organization.”

Resources

About Chadwick Martin Bailey

Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables.

About Constant Contact, Inc.

Constant Contact is revolutionizing the success formula for small organizations through affordable, easy-to-use Engagement Marketing™ tools that help create and grow customer relationships.  More than half a million small businesses, nonprofits, and associations worldwide rely on Constant Contact to drive ongoing customer dialogs through email marketing, social media marketing, event marketing, and online surveys.  All Constant Contact products come with unrivaled KnowHow, education, and free coaching with a personal touch, including award-winning customer support. 

Constant Contact and the Constant Contact Logo are registered trademarks of Constant Contact, Inc. All Constant Contact product names and other brand names mentioned herein are trademarks or registered

New Study: Consumers are Poised for a Radical Shift in TV Consumption

 

New study from Chadwick Martin Bailey finds 63% of consumers who watch TV or video on a tablet did so even when there was a TV available

CMB New age of TVA new study of over 1,400 consumers, from market research firm Chadwick Martin Bailey, uncovers major changes in how people are watching TV and movies, and the choices they make when it comes to the content they watch online. Once the domain of early adopters, more than half (54%) of all consumers have already tried alternatives to pay TV (i.e. Netflix, Apple TV, or a network’s website). An even greater shift is expected, with 16% of all pay TV customers saying they are likely to reduce their level of pay TV service in the next year. In addition to the notable findings below, a summary report is available for download from Chadwick Martin Bailey’s website.

This study finds consumers of all stripes would adopt online TV viewing more broadly once providers develop a simple, reliable, and cost effective solution. According to this study, many of the prerequisites for this shift are already in place.

  • The biggest screen doesn’t always win, even at home. Core viewing behaviors are changing; 63% of people who recently watched TV on a tablet say they used a tablet even though they had access to a television with the very same content available.

  • Streaming content is not only acceptable, it’s preferred. If mainstream consumers had an attachment to physically owning their content, they’re losing it. Respondents found streaming video twice as appealing as downloading and storing content on their own devices.

  • All of this is happening in the midst of a cost-cutting consumer mindset. Cost concerns came up again and again in the findings, as the main reason for dropping pay TV, for cutting back on pay TV, and for never signing up for pay TV in the first place. Even 1 in 5 of pay TV’s most valuable subscribers (highest ARPU) say they are likely to cut back in the year ahead.

  • Online viewing is already more common than one might think. Over half of all consumers, not just early adopters, have gotten a taste of viewing TV and/or movies online via services like Netflix, Apple TV, Hulu, or a network website.

“These findings show every part of the consumer TV and movie watching experience is up for grabs,” says Jon Giegengack, Director at Chadwick Martin Bailey. “In the digital music revolution, the primary shift was in how music was bought and stored. When it comes to TV and movies, everything has the potential to change: whom consumers buy from; how much they pay (if they pay at all); and the range of times and places offering viewing opportunities.”

“Consumers are ready to embrace a new method of accessing TV content,” agrees Peter Fondulas, CMB’s co-author on the project. “They’ve got motive, they’ve got interest, and a majority have already begun kicking the tires. What’s missing now is the right platform and offer—something easy to use, understandable, reliable, and affordable. Various players are working hard to come up with that solution; as we learned from the music industry, the first one to offer it effectively will be in an extremely strong position.”

About this Research
This study was done as part of Chadwick Martin Bailey’s self-funded CMB Consumer Pulse program. A report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 1,493 U.S. residents (aged 16-75 who have high speed internet access at home and watch at least two hours of television programming per week), via a nationally representative online survey questionnaire within the United States. The survey was conducted by Chadwick Martin Bailey in December of 2011.

About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm that works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate data into simple, business decision-focused deliverables. For more information visit http://www.cmbinfo.com.

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